We launched Dollar Tree’s first-ever national 360 brand platform, “It’s All in the Tree.”
Just as social media wanted to rebrand Dollar Tree as The 1.25 Tree, we reframed value from the price of a dollar to the feeling of getting everything you need. And want. Because cleaning supplies are important, but so is sparkly slime.
We built a giant oak tree, sent actors pushing shopping carts through its branches, and handed them scripts. In the process, we created a distinct tone of voice that simultaneously speaks to both our adult side and our inner child.
Directed by: Autumn De Wilde
Anonymous Content
“Dollar Tree takes its name literally in whimsical ads from Tombras”